Download pdf - Users by Generation

LISTEN CONTINUOUSLYUSERS BY GENERATION

LESLIE MOHN DIRECTOR OF USER EXPERIENCE

ARCHITECTURE

CHRIS KUJAWSKI CONNECTIONSTRATEGIST

TODAY’S CONSUMERS

GEN Y ~ MILLENNIALS ~ 23-36GEN X ~ 37-48

BOOMERS, SENIORS ~ 49-67+

GEN Y ~ MILLENNIALS ~ 23-36

GEN Y ~ MILLENNIALS ~ 23-36

Let’s try new things(that matter)

PROFILE OF 23-36 YEAR-OLDS

• About 45% of 18-29 year-olds have full-time jobs

• Moving home with parents = sensible

• A social time, do things with friends, focused more on fun at this age than previous generations

• Digital devices and activities are normal and interwoven continuously in everyday experiences

• More likely to be second-screen users

THE CONNECTED CONSUMER

GETTING THEIR ATTENTION

• “Advertising” is just one of many ways to be noticed • Word-of-mouth endorsements from friends is a must• Expect brands to be present in their social spaces• Like aspirational brands, like new things, want to live for today• Drawn to products and services with a story,

brands that are making a difference


GEN X ~ 37-48

GEN X ~ 37-48

Make good choices

PROFILE OF 37-48 YEAR-OLDS

• Bigger household — often supporting children and parents

• Tech savvy, embrace functional benefits of new tech

• Most are well educated, half have post-secondary degree

• Comfortable reading online and watching video

• Very wired, use the internet to research products, companies, how-tos, DIY/repair

• Comfortable buying online



• Make sure you have the clear facts available• Word-of-mouth is important, family opinion is important• So is recommendations by peers / like-minded people

(bloggers, topical forums, ratings & reviews)• More spending on family than individual,

focus on practical buying




We’ll be here a while

PROFILE OF 49-67+ YEAR-OLDS

• A growing focus on vitality over acting younger

• Most are trying to save, luxury spending is down

• Interested in acquiring more experiences than things

• Not retiring: 56-year-olds (median age) report they expect to work 5-7 years longer than planned, many expect part-time after that (forever)

• They expect companies to respect them and provide great, accessible service

• Tech devices and the internet is important to stay connected to family and friends – it needs to be easy, but many are savvy and adopting new tech

• Spend more time online than watching TV, radio and magazines/newspapers



• Online purchases need to be clear and straightforward• Show them signals of trust, integrity, time in business, and guaranteeing satisfaction • Show them the quality and value in your products• Show them how to get help setting up, install and use your products –

before they commit to purchase• Make sure they understand return policies offer support from real people

21 page customer service commitment


THE ANALOGS...

• About 15% of American adults ages 18 and older do not use the internet or email.

• On the other hand, everyone else does ... for everything

See more at

HANSONINC.COM/SUMMIT